Company- and self-pride
The outward appearance of the retail store says a lot about the business. Michael Levine’s book, Broken Windows, Broken Business, which discusses business management, provides an excellent discussion on what happens when the small details are ignored. Customer perception comes from maintaining good housekeeping, clean shelves, spotless water testing station, and legible signage. Most importantly, all staff members should always be organized, neat and presentable; shirts with the company’s logo are a must in today’s pool/hot tub retail store. Further, half-eaten meals on top of desks and/or counters are not acceptable.
Listen with the intent to understand
Customers want to know the staff member they are dealing with is truly interested in what they are saying. For example, should a customer arrive to the store with a water sample in hand, it should not be assumed that is all they are interested in. In many cases, they are there for much more. By listening carefully, staff members may discover the customer is interested in other products, e.g. toys and games, or possibly even a new pool cleaner. Therefore, staff should be trained to listen and ask questions while they are performing the water test as a way to fact-find and uncover what is important to the customer.
Establish, build and maintain relationships
Retailing today is all about building relationships—people caring about people. The store staff’s ability to acknowledge customers, learn their names as well as remember their pool history is what builds lasting relationships, as well as customer loyalty. Keeping the business top-of mind with customers is also important. E-mail marketing that not only includes product sales but also pool care advice is another way for a business to show customers it cares about them. Other examples include: calling a customer when they are ill or have experienced a tragedy in the family, or simply sending a card to congratulate them on a special day.
Embracing change as a natural progression
When taking a photograph, it is easy to focus solely on the subject; however, by stepping back far enough, the subject becomes one small part of a larger landscape. This same principle can be used when being optimistic about company growth. Many tend to focus on a particular problem in order to develop a solution; therefore, always remember to take a step back to look at the bigger picture.
Moving forward, to be successful in retail it is important to be able to accept change.
The days of people driving out of their way to purchase what they need from one particular retailer are almost gone. Thus, establishing strong customer relationships, setting goals, adapting to different business climates, and listening to customers with the intent to help will ensure the success of any pool/hot tub retail store.
Connie Sue Centrella is a professor and department chair for the online Aquatic Engineering Degree Program at Keiser University eCampus. She was honoured with the Evelyn C. Keiser Teaching Excellence Award ‘Instructor of Distinction’ and holds certification as a chief sustainability officer for the Team Horner Group. Centrella is an industry veteran with more than 40 years of experience in the aquatics field. She is also a former pool builder with extensive knowledge in pool construction, equipment installation, and manufacturing.
